How CRM Database can help you tune out the noise
CRM systems are extremely intimidating especially if you have never used one. However, when used properly it can make the difference from cold calling for sales to making educated and data driven decisions to drive sales and deliver a customer friendly message a consumer will tune into. I have seen and worked for several companies that have CRM systems, however the data is not being used properly. A CRM system is more than a place to track emails, sales and “touchpoints”. It is an opportunity to truly listen to what the customer wants through the information gathered to provide an individualized experience to each customer. Delivering a message without noise that is received and interpreted properly. Try these 3 tips prior to inputting customer touchpoints into your CRM for better overall experience.
- Listen: Many times, we write what the customer wants, forms of communication and what was said. However, if you listen to what isn’t said like breath, tone of voice and moments of pause you can truly deliver key insights in your notes about the customer for future purchases or information delivery. IE: Bob states it’s a goodtime to talk when you call at 5 pm, however you hear traffic, frustration in his tone and overall discontent. Instead of noting “Spoke with Bob, all is well. Enjoying his new car.” I would suggest noting, “Spoke with Bob during rush hour at 5 pm (not a good time for future calls) advised car is well. Bob commutes to work in traffic, future purchase offer new eco-friendly vehicle” Additionally in the dropdown options I would select eco-friendly cars so Bob begins to receive material towards this type of vehicle this will help in educating him and when the future purchase is made Bob feels in control because he made it with his knowledge we sent him based on CRM information.
- Deliver Timely Information: Always deliver timely information and within client expectations. CRM systems have great auto generated abilities to ensure you never miss a follow up.
- Stay Informed: By documenting activity and touchpoints all members of your organization can see a customer’s communication history. This makes it easy when turnover happens for new team members to see the history ensuring customers aren’t always retelling their story or journey. This makes the individual seem educated and the company organized, two things customers like.
If you apply these three techniques, along with proper interaction and data entry. You will see that a CRM system is not right for your organization but also extremely beneficial.